McDonald's is launching a vegan burger

The fast food chain giant has latched onto the popular tend of plant based diets.

According to HealthFocus , 60 per cent of consumers are reducing their meat intake. A sizeable 17 per cent of 15-70 year-olds now follow a 'predominantly' vegan diet.

So McDonald's, which serves one per cent of the world's population every day, is hoping to keep up.

The move is probably entirely profit-focused. (Although McDonald's is keeping an eye on developments in lab-grown meat too, so at least it knows the environment exists.)

The new item is called the McVegan – naturally – and will be available to buy in Finland between October 4 to November 21 initially. After that, if popular, the burger could be introduced in Britain and beyond.